A gallery is a space where art is displayed and sold. The work can be in any medium but the most common is painting, sculpture and drawing. Some galleries focus on particular genres of art, such as abstract paintings or photography or on specific regions or historical periods. The gallery may be a commercial venture or a non-profit organization. In either case, the goal is to present the work in a professional manner in order to generate revenue for the artists.
Many newly credentialed artists, fresh out of school, are eager to break into the gallery world. The process of securing representation is long and difficult. It requires a well-developed oeuvre, a strong network of collectors and a professional artist resume. Often, the first contact is made with a gallery when a new artist has an exhibition proposal ready to go. The gallery has the option to accept or reject this proposal but if they accept it, the artist must agree to a contract of agreement which defines the terms and conditions of the relationship.
Galleries have a reputation for being a little like sharks, scouting out the best artists and circling them until they find the right fit. For the most part this is true but it’s also true that many artists are little fish hanging around the mouths of the sharks, hoping for a bite. The key to getting into a gallery is making a good impression and being prepared when the opportunity presents itself. The more the artist knows about a gallery, their agenda, mission and vision, the better they will be able to determine how their own work fits in.
An alternative to the traditional commercial gallery is the “project” gallery, which is a space created for a single artist or group of artists. These spaces can be public or private and are usually rented for a limited amount of time. The idea is that a gallery project gives the viewer a sense of the artist’s vision and a window into the creative process.
The primary way that a gallery chooses who they will represent is through relationships. A gallery owner or director will often have a close friendship with an artist and be introduced to the work through this relationship. This is how many of the prestigious galleries are filled with well known artists.
It’s important for any artist who has the potential to be represented by a gallery to make an effort to get to know several galleries whose programs they respect. It’s helpful to visit during regular business hours, rather than just attending openings, and pay attention to how the staff interact with the artists, each other and visitors. This is the kind of thing that is often overlooked but can have a major impact when it comes time to submit work for consideration. The personnel will recognize that you are taking the time to get to know their space and will be more receptive when the time comes to discuss your work with them.